Pizza firm taking a slice of the content action

Posted on December 10, 2013

 

Domino’s Pizza has become the latest high-profile brand to tap into the content marketing drive, as it launches an updated online presence to increase its search results.

Working with professional search engine optimisation (SEO) copywriting services and industry experts, the UK’s biggest pizza chain has set up a customer-facing blog. Branded to stay on corporate message, it will present blog posts, videos, widgets and a range of other content.

Customers of Domino’s will also be able to share their own brand-related content through Twitter and Instagram newsfeeds. On top of this, there will be a dedicated voucher page hosting the latest deals and offers.

Talking about the move, Domino’s Pizza’s head of digital said it was all about customer engagement. Nick Dutch continued, saying:

“As a brand which has built up a huge social media presence, we’ve seen a lot of success with online content projects in the past.

“Hosting all content on one destination was a natural next step. We know the value in bringing fresh and interesting content to our audience and the blog will be easy and quick to update.”

It is the latest manoeuvre in a series of bold moves by the brand. Focusing on the expansion of its sales routes, Domino’s has recently started working with a number of major TV shows, including the X Factor and Britain’s Got Talent.

It also launched its own football-related sitcom earlier this year.

The new content platform will be hosted on a subdomain, to ensure there is no interference with the firm’s ecommerce channel.

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